The basic premise is simple. Provide people with information about their actions in real time (or something close to it), then give them an opportunity to change those actions, pushing them toward better behaviors.

A feedback loop involves four distinct stages: First comes the data, second the information must be relayed to the individual, third is the consequences and the final stage is taking action.

Feedback loops work in part, because it’s that feedback taps into something core to the human experience, even to our biological origins. Feedback loops are how we learn, whether we call it trial and error or course correction.

This affects search because Feedback Loops utilize real-time contextual analytics to showcase how well brands are doing online against their competitors. How fast is your website loading compared to your top competitors? Are you doing better at SEO optimization than your business foes?

Many of the most widely used social metrics tools favor measurement of mass numbers of participants, rather than the quality of our relationships with them.

We need to be measuring the spectrum of participant activity with the brand:

From interest to purchase to advocacy — to understand what value our social media activity is creating at each stage of the participant lifecycle. It's not just reach and frequency, it's message resonance

Keyword Research – Keyword CPC’s increase quickly. Think through variations of keywords that people might be searching for and budget accordingly.

Search Experience – Research shows that for Cyber Monday the purchases participants are making are for things they weren’t planning on buying for more than 24 hours vs. Black Friday where purchases are a bit more planned out.

This means that how you leverage keyword selection, ad copy, and landing page experiences will influence participants to make purchases in real-time.

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